The Impacts of Online Comments and Bandwagon Effect on the Perceived Credibility of the Information in Social Commerce: The Moderating Role of Perceived Acceptance
- 10.2991/aebmr.k.200626.076How to use a DOI?
- Social commerce, online comments, perceived credibility, bandwagon effect, perceived acceptance
Social commerce is growing and gaining popularity among Generation Y due to the advancement of technology, in which it creates a new marketplace for sellers and buyers. It allows an individual to browse, compare and purchase the products on social media sites such as Facebook, Twitter and Instagram. Therefore, online comments, bandwagon effect and perceived credibility may have potential influences on the perceived credibility of the information given through social media sites. This study was carried out among the social commerce users in Malaysia with the purpose to investigate the determinants of perceived credibility within the context of social commerce. This study concluded that both online comments and bandwagon effects have positive relationship with the perceived credibility, whereas online comments are positively related to the bandwagon effect. In addition, the findings also revealed that perceived acceptance moderates the relationship between online comments and perceived credibility, whereas bandwagon effect mediates the relationship between online comments and perceived credibility.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Choon Ling Kwek AU - Bi Lei AU - Lai Yan Leong AU - Michelle John A/P John Saggayam AU - Ying Xue Peh PY - 2020 DA - 2020/06/29 TI - The Impacts of Online Comments and Bandwagon Effect on the Perceived Credibility of the Information in Social Commerce: The Moderating Role of Perceived Acceptance BT - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR PB - Atlantis Press SP - 451 EP - 460 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200626.076 DO - 10.2991/aebmr.k.200626.076 ID - Kwek2020 ER -